The Product Launch Event Playbook That Got Us 700+ Sign-ups

When it comes to product launch events, there's no shortage of advice out there. You'll find countless articles telling you to "create buzz" or "engage your audience." 

But let's be real: knowing you should do something and figuring out how to actually do it are two very different things.

At Storylane, we recently launched DemoHub with a live event that became our biggest launch ever. 

The results speak for themselves: 700+ companies on the waitlist, a 33% lift in brand searches, and reaching 500k+ future buyers - all without posting on Product Hunt. 

But a successful launch event isn't just about the day itself; it's a carefully orchestrated process that begins well before and continues long after. 

Let's dive into how we approached our launch event, with key lessons for your next product debut.

Product Launch Event Playbook

1. Recognizing a Launch-Worthy Product

Not all product releases deserve a grand launch event. But with DemoHub, we knew we had something special. This wasn't just another product; it was a position-defining launch that would reshape our place in the market.

When considering a major launch event, ask yourself:

• Does this product significantly change our market position?
• Are we introducing something truly novel to our industry?
• Will this launch reshape how our customers view our brand?

For us, DemoHub checked all these boxes. It wasn't just about adding new features; it was about changing the conversation around demos in the B2B space.

2. Setting Ambitious Yet Specific Goals

Once we decided to go all-in on the DemoHub launch, we needed to define what success would look like. We set three primary goals:

1. Deepen our position as demo automation leaders with first-in-category releases to buyers.
2. Reach 300k+ future buyers and grow the Storylane brand with the launch.
3. Build a waitlist of 500+ companies.

These weren't just arbitrary numbers. Each goal tied directly to our broader business objectives and gave us clear metrics to strive for and measure against.

3. Crafting a Narrative That Resonates

In B2B tech, it's easy to get caught up in features and specifications. We knew that to really make an impact, we needed to sell a story, not just a product name.

We spent considerable time listening to our customers, understanding their pain points, and distilling their needs into a compelling narrative. Our key message became: "One demo is not enough to educate the buyer."

This simple statement encapsulated the problem DemoHub was solving and became the foundation of our entire launch campaign. 

It wasn't about DemoHub's features; it was about the fundamental shift in approach that DemoHub represented.

4. Building Hype: A Month-Long Journey

We didn't want our launch to be a one-day wonder. Instead, we crafted a month-long campaign to build anticipation and excitement. Here's how we did it:

1. Teaser Campaign: We started dropping hints about DemoHub a month before the launch. Each week, we revealed a little more, keeping our audience curious and engaged.
2. Humor and Collaboration: We partnered with some of the funniest B2B creators on LinkedIn. We gave them our teaser statement as a brief and collaborated on ideas. The result? A series of short, attention-grabbing videos that we promoted heavily across LinkedIn and YouTube

3. Personalized Swag: We went beyond the usual t-shirts and stickers. We curated unique swag boxes with items like plants, onesies, and funky socks. Each box was personalized with stickers and notes celebrating the recipient's work. We even included a secret message for our advocates.

3. Timing is Everything: We made sure our global shipments arrived 1-2 weeks before the event, building anticipation at just the right moment.

This multi-faceted approach kept DemoHub at the forefront of our audience's minds and created a sense of excitement and exclusivity around the launch.

5. The Power of Live Events

We chose to make our launch a live event, and for good reason:

• Real-time Interaction: It gave us the chance to chat with customers face-to-face and answer questions on the spot.
• Behind-the-Scenes Access: We could share insights into our process, strengthening our key messaging and positioning.
• Community Building: The shared experience fostered a sense of community among our customers.
• Immediate Feedback: We could gauge reactions and get early indicators for our next steps.

6. Drinking our Own Champagne

Three days before our launch, we hit a major snag: we had to announce a two-week delay in the product release. But instead of postponing the entire launch, we got creative.

We decided to use interactive demos throughout our launch event. This last-minute pivot turned out to be a game-changer. Here's why:

• Immediate Experience: We showed a QR Code during the live event that let attendees could "try" DemoHub without waiting for full access.

• Improved Conversions: Our waitlist conversion rates saw a significant boost.
• Reduced Surprises: Buyers could see the product before committing, leading to more informed conversations later.
• Avoiding Hiccups: We sidestepped potential embarrassing bugs or issues during the live demo.
• Advanced Conversations: Waitlist members came to sales calls already educated about the product.

We used these interactive demos on our waitlist page, in our app, during the launch event itself, and as post-event sales collateral. The versatility of this approach turned a potential disaster into a unique selling point.

Wrapping Up: Your Launch, Your Way

Here's the thing: while we're sharing what worked for us, we're not saying this is the only way to do it. The beauty of product launch events is that there's room for creativity and personalization.

What we hope you take away from our experience is this: a great product launch event isn't just about the hour or two you spend live with your audience. 

It's about creating a comprehensive experience that starts well before the event and continues long after.

So, as you plan your next launch event, remember: start with the solid advice that's out there, but don't be afraid to make it your own. After all, your product is unique – shouldn't your launch event be too?

Now, go forth and launch like a pro! And if you need any interactive demo tools for your next launch event, well... you know where to find us!